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@Stephen - plenty of case studies from the psychology chapters every day at work. My take is that a concentrated space where there is an artificial environment of scarcity (only so much praise, so many titles, etc.) brings out the primal impulses in people. It is good to own little, one travels light and has access to greater opportunity.

@Mike - I can count more than 100. One has to start somewhere. There's also a conversation around the importance of marketing communications we'll want to have at some point soon.

"what are the 100 unnecessary things that we can eliminate from our current marketing communications?"

THAT is one sweet question!

Keep creating...brand altering questions,
Mike

Valeria: I know how you feel. I once moved on a train (one suitcase, one duffel bag). That's all I owned at the time. Living in a 6 mat apartment in Tokyo was a good exercise in economy.

The Economist's "irrational phenomenon" are actually building blocks of social psychology. It isn't irrational - it's how we're wired.

Re cutting the 100 things in marketing communication, this is a good process -- call it "contraction and expansion": first, cull the herd of the unnecessary, then make more of the good stuff.

Good post!

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